We recently connected with Leni Kumalasari and have shared our conversation below.
Alright, Leni thanks for taking the time to share your stories and insights with us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?
“Simpang” is a word from Bahasa Indonesia, meaning “junction” or “intersection” in English. True to its name, Simpang has become a vibrant crossroads of Asian cultures and unique flavors—a place where people can rediscover the comforting tastes of home or experience them for the first time. Our goal is to be a gathering point where people from all walks of life can come together to explore Indonesian cuisine, especially Indonesian street food. We hope to offer a taste of home for those feeling homesick, helping them find familiar dishes close by to ease their longing for Indonesia.
Leni, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
About Us
Rooted in the rich culinary traditions of Indonesia, Simpang Asia was born from the passion of Welly and Leni, two Indonesian natives who sought to bring the tastes of their homeland to Los Angeles. What began as a humble grocery store in 2002 evolved into a full-fledged restaurant, offering a unique dining experience that blends authenticity with innovation.
Simpang’s Founder and Chef, Welly, wanted to bridge the gap between his childhood in West Jakarta, with his newfound home in West LA. The dishes he has created are directly inspired by his life, growing up next door to his neighborhood wet market, learning the traditional home cooking of his grandmother, and most of all, savoring the authentic tastes of Indonesian street food.
The extensive menu is a love letter to the street food of Welly’s childhood with his twist. With completely halal food and a variety of plant-based options, Simpang Asia has made an entire region of food accessible to people who may have never gotten to experience it otherwise, and it remains one of the best spots in the city for delicious and affordable Indonesian street food.
We invite you to join us, whether you’re a local or just passing through, to savor the richness of Indonesia’s culinary heritage. At Simpang Asia, every meal is more than food—it’s a celebration of culture, passion, and community
Can you talk to us about how you funded your business?
We began our journey with our personal savings and a support from family. Starting small, we opened as a humble Indonesian grocery store, serving the local community in West Los Angeles
Can you tell us the story behind how you met your business partner?
My business partner is also my husband, and our journey began through a mutual friend. My friend and my husband attended the same school, and it was through that connection that we first met.
Contact Info:
- Website: https://www.simpangasia.com/
- Instagram: https://www.instagram.com/simpangasia/?hl=en
- Facebook: https://www.facebook.com/simpangasia/
- Twitter: https://x.com/simpangasia
- Yelp: https://www.yelp.com/biz/simpang-asia-los-angeles?uid=JISuvYXueD35OoMoNzqHxw&utm_campaign=www_business_share_popup&utm_medium=copy_link&utm_source=(direct)